Editorial: Maya Moore joins His Airness

It has been 26 years since the brand's inception, but Michael Jordan and the Jordan Brand may have finally appointed Her Airness—Maya Moore.

Last week, the 21-year-old former University of Connecticut star—who wore the same number 23 as the company's namesake—became the first female athlete signed to the Jordan Brand.

She joins a handful of superstars from the various male sports leagues, such as Derek Jeter, Dwyane Wade, Chris Paul, Andre Johnson and Terrell Owens, that have proven to be successful representatives for the brand.

Whether it proves to be a smart business move that turns profitable for the company, we probably will never know. But history seems stacked against that outcome.

There's no doubt that, in terms of accolades and accomplishments, signing her to a contract is completely logical.

If you will allow me for a moment to join the chorus of those constantly signing her praises: She is one of only seven women's Division I basketball players to reach the 3,000 point mark in her college career (3,036 total). She helped lead her team to two national championships in four years. This past season, she became the first three-time winner of the Wade Trophy, given annually to the best player in women's DI college basketball. Those trophies probably sit on her mantle next to her two AP Player of the Year awards from previous seasons.

Bottom line: If you're going to sign a women's basketball player to a Jordan contract, she makes a lot of sense.

But as a company, the Jordan Brand and Nike have one goal. Make piles and piles of money.

By signing an athlete to a deal, the company is essentially betting that the player's influence over the consuming public will be strong enough to convince more people to buy the brand. Or, in other words, they will make their money back and then some. That makes sense for someone like Carmelo Anthony, who has thousands of fans watching his Jordan-adorned feet squeak against the wood court every time he is on the floor.

But no female athlete, much less female basketball player, has ever held that kind of sway over the American public.

Elite athletes like Mia Hamm, Marion Jones and Lisa Leslie have all made waves in their sport without creating much more than a ripple when it comes to brands and advertising.

Even Moore's fellow former Huskies, who were considered some of the most highly-regarded female basketball players of the last 10 years, have not had much of an impact on the American sports landscape.

Diana Taurasi left the confines of the northeast after bringing the Huskies three NCAA championships (one more than Moore). She was drafted first overall in 2004 by the Phoenix Mercury, and in 2007 led the team to its first WNBA championship title.

And yet, with all that success, how many sports fans know who she is? Or would be more likely to buy a product that was endorsed by her, simply because of her image?

The brand has gone after up-and-coming women in the sports industry before. They were one of the first to sign then 15-year-old Michelle Wie to a contract worth a reported $4-5 million a year.

However, that deal was different. That was not Jordan—arguably the most well-known, most desired brand of athletic shoe in the world, whose Jumpman logo is recognizable in countries around the globe as being synonymous with His Airness.

At the very least, the move provides an opportunity for an elite female athlete to be marketed on an elite level, equal with some of their instantly-recognizable male counterparts.

The prominence and prestige of the brand makes the deal unlike any previous attempts to sign female athletes to endorsement deals.

While companies should not be applauded for signing someone to an endorsement deal—investments are made to make money, not make social statements—we should give Nike an appreciative glance for taking a small gamble that, at its worst, will portray Moore as having the same marketability that male athletes have enjoyed for years.

And at best, who knows? Maybe one day we will see Her Airness with her own brand.

Air Mayas, anyone?